UNDERSTANDING CONSUMERS, ONE HUMAN EXPERIENCE AT A TIME Ipsos Ethnography Centerof Excellence ✗ ✔ Projected self. To understand people’s Real People in Real Life DON’T SAY projections. DO We examine the tensions between what people say and what they actually do, as well as the emotions, ✔ ✔ Everyday life. To look at their behaviors and relationships, cultural norms, and environments that shape feelings. their beliefs and behaviors. DO SAY ✔ ✗ Cultural norms. To understand “learnt DON’T behaviors” that they forget to tell you, or © 2018 Ipsos DO SAY don’t realize that they do. 66